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Delivery Options

Huthwaite’s recommended delivery method synergistically balances the needs of the organization with the learning needs of the individuals. A proper analysis of the audience will determine the utility of experiences outside the classroom (readings, paired assignments, coached assignments, podcasts, web-based learning, conference calls, etc.). When possible, preparatory and post-classroom experiences should be tailored to the specific needs of the participants, to enhance the learning experience and increase the strength of the development initiatives.

Huthwaite's Classroom Experience

Participants in the traditional, in-person classroom interact with the facilitator and other participants in real time. Participants also work in table groups, using flipcharts. Table groups also allow for interactive call planning and role play. The facilitator moves throughout the room to guide the discussion and answer questions.

Materials and Delivery Techniques 

Participant Materials

  • Participant Guide: The Self-Paced Learning section guides the participant through a series of activities that focus on the program's essential selling skills. Also included in this guide are materials for a series of Manager-Led Application Workshops and Video Workshops.
  • Reference Library: This library provides a way to quickly review the program topics, and it introduces new content to expand program skills. It also includes the forms needed for the Self-Paced Learning and Manager-Led Learning sections of the Participant Guide.

Manager Materials

  • Assessment Guidelines: Include descriptions of the various assessment instruments used to drive performance improvement. They also provide developmental actions to enhance various skill areas.
  • Application Workshop Leader’s Guide: The framework for delivering the Manager-Led Application Workshops. It includes the instructions, procedures, and necessary support documentation needed to deliver all of the Application Workshops.
  • Video Workshop Leader’s Guide: An easy-to-use framework for administering the Video Workshops. Each video features Huthwaite’s founder and Author of SPIN® Selling, Neil Rackham, who offers advice and insights concerning the basic concepts of the SPIN® Selling model and also addresses broader effectiveness issues.

Huthwaite closely adheres to four fundamental truths of behavior change:

  • Organizations don’t make changes easily, nor do they make changes on demand.
  • Adults only learn in the context of what they judge to be important and relevant to them as individuals.
  • Classroom time is expensive, and should be reserved for the kinds of learning that actually require a classroom.
  • Organizations don’t make changes suddenly.

Program design is iterative, interactive and contextual and characterized by:

  • Learner control: Huthwaite programs promote an environment where faculty treat adult participants as peers—accepted and respected as intelligent experienced adults whose opinions are listened to, honored and appreciated. Participants also bring their own experiences and creatively solve problems relevant to their own environment.
  • Learner-centered instruction: Huthwaite facilitators guide the learning experience by keeping the focus on the learner. This approach allows learners to use more of their abilities, develop underused skills, and learn effectively in accord with their individual preferences. Customized learning activities: The ability to accelerate learning in a focused adult learning activity has been found to double or triple learning rates. Huthwaite maximizes impact and accelerates learning through the use of highly tailored activities relevant to the learner. Small group activities: Adult learners are more willing to share experiences and explore solutions in small group settings. All Huthwaite programs are designed in this format to encourage learners to reflect on and internalize new concepts.
  • Problem solving: Research shows adult learners prefer a problem-centered rather than a content-centered approach. Participants in Huthwaite programs are given real problems to solve, and interact with other participants to solve those problems in a real-time environment with coaching from their colleagues and the instructor.